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contemporary marketing case
Contemporary Marketing 15th Edition Louis E. Boone, David L. Kurtz - Solutions
2. What type of relationship does the service organization have with its customers?
3. How much flexibility is there for customization and judgment on the part of the service provider?
4. Do demand and supply for the service fluctuate?
5. How is the service delivered?
1. What are the three major classifications of consumer products?
2. Identify five factors marketers should consider in classifying consumer services.
1. What are the six main classifications of business products?
2. What are the three categories of supplies?
1. What is TQM?
2. What are the five variables of service quality?
1. List the four reasons for developing a product line.
2. Give an example of a product line with which you are familiar.
1. Define product mix.
2. How do marketers typically measure product mixes?
1. Identify the four stages of the product lifecycle.
2. During which stage or stages are products likely to attract the most new customers?
1. Describe the four strategies for extending a product’s lifecycle.
2. Under what circumstances do firms decide to delete a product from their line?
6. How do firms use benchmarking?
1. On your own or with a classmate, choose one of the following goods (or choose one of your own). Visit the company’s Web site to learn as much as you can about your product and the way it is marketed.Then create a marketing strategy for developing the services to support your product and make
2. On your own or with a classmate, create an advertisement for an unsought product such as a remedial reading or math course, a warranty for a big-screen TV, a first-aid kit, or the like. How can your ad turn an unsought product into one actually desired by consumers?
4. With a classmate, choose one of the following firms or another that interests you. Visit the firm’s Web site and measure its product mix. Then create a chart like the one for Johnson & Johnson in Table 11.3 (on page 361), identifying the company’s major product lines, along with a few
5. Choose one of the following goods and services and describe your strategy for taking it to the next stage in its product lifecycle.For products in the maturity or decline stage, describe a strategy for extending their lifecycle.a. Satellite radio (growth)b. MP3 players (maturity)c. Text
1. Using the five variables of service quality as your guideline, what steps would you take—within your realm of control—to close the gap between the level of service passengers expect and the level they have been receiving?The airline industry has suff ered recent setbacks, such as the high
2. How might you attract business customers? Would you give them a level of service that is different from families and other consumers who are flying for pleasure?The airline industry has suff ered recent setbacks, such as the high cost of fuel, that have forced the major carriers to cut back on
1. Product classifications. Visit the Web site of a company such as Reckitt Benckiser, Colgate, or Unilever. Choose at least five different products and classify each as a convenience or shopping product. Explain your reasoning.http://www.rb.com http://www.colgate.com http://www.unilever.com
2. ISO certification. The International Organization for Standardization (ISO) is responsible for the development and implementation of product standards. Go to the ISO’s Web site (http://www.iso.org) and answer the following questions:a. Who belongs to ISO and how is it administered?b. How are
3. Product lifecycle. Arm & Hammer baking soda was first sold more than 100 years ago. Visit the Arm & Hammer Web site (http://www.armhammer.com). Review the history of the product and then prepare a brief report outlining how the makers of Arm and Hammer baking soda have been able to extend the
1. Do you think opening retail stores in China is a good move for New Balance? Why or why not?Boston-based New Balance has invaded China. The 103-year-old company got its start manufacturing and selling arch supports to people like police officers and waiters, whose work kept them on their feet all
2. New Balance calls its new retail stores “Experience Stores.” In your opinion, what does the company mean by “experience,”and how does that experience translate to sales?Boston-based New Balance has invaded China. The 103-year-old company got its start manufacturing and selling arch
1. Why is the development of an entire product line critical to Preserve’s growth and success?When Eric Hudson graduated from business school with his MBA, he did what most people do. He went out and got a real job. After about six years, the daily grind in corporate America had gotten old. “My
2. At which stage are most “green” products in the product lifecycle?As these products mature, what can be done to extend their product lifecycles?When Eric Hudson graduated from business school with his MBA, he did what most people do. He went out and got a real job. After about six years, the
1 Determine how to define a brand.
2Identify the different types of brands.
3 Explain the strategic value of brand equity.
4 Explain the benefits of category and brand management.
5 Discuss how companies develop a strong identity for their product or brand.
6 Identify and briefly describe each of the new-product development strategies.
7 Describe the consumer adoption process.
9 Explain the relationship between product safety and product liability.
1. Identify the different types of brands.
2. How are generic products different from branded products?
1. What is brand equity?
2. What are the four dimensions of brand personality?
1. Distinguish between a brand name and a trademark.
2. What are the three purposes of packaging?
3. Describe brand extension and brand licensing.
1. Distinguish between market penetration and market development strategies.
2. What is product development?
3. What is product diversification?
1. Who are consumer innovators?
2. What characteristics of a product innovation can influence its adoption rate?
1. Where do ideas for new products come from?
2. What is concept testing?
3. What happens in the commercialization stage?
1. What is the role of the Consumer Product Safety Commission (CPSC)?
2. What safety issues come under the jurisdiction of the Food and Drug Administration (FDA)?
3. Why is brand equity so important to companies?
4. What are the characteristics of an effective brand name?
7. Describe the different product development strategies.
8. What are the five stages of the consumer adoption process?
10. List the six steps in the new-product development process.
1. Locate an advertisement for a product that illustrates an especially effective brand name, brand mark, packaging, and overall trade dress. Explain to the class why you think this product has a strong brand identity.
2. With a classmate, search a grocery store for a product you think could benefit from updated or new package design. Then sketch out a new package design for the product, identifying and explaining your changes as well as your reasons for the changes. Bring the old package and your new package
3. What category of consumer adopter best describes you? Do you follow the same adoption pattern for all products, or are you an early adopter for some and a laggard for others? Create a graph or chart showing your own consumer adoption patterns for different products.
4. Which product labels do you read? Over the next several days, keep a brief record of the labels you check while shopping.Do you read nutritional information when buying food products? Do you check care labels on clothes before you buy them? Do you read the directions or warnings on a product you
5. Some brands achieve customer loyalty by retaining an air of exclusivity and privilege, even though that often comes with high pricetags. Louis Vuitton, the maker of luxury leather goods, is one such firm. What kind of brand loyalty is this, and how does Vuitton achieve it?
1. In this chapter, you learned that Mattel has launched a “Barbie Girls” experience in an attempt to sustain the interest of older girls in the Barbie brand. Do you think this strategy will work for Mattel? Why or why not? Identify another well-known product that appeals to a specific age
2. General Mills and several other major food makers have begun producing organic foods. But they have deliberately kept their brand names off the packaging of these new products, thinking that the kind of customer who goes out of his or her way to buy organic products is unlikely to trust
3. After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals in 17 countries set out to discover what people abroad thought of the United States.In the course of their research, they developed the concept of“America as a Brand,” urged U.S. corporations
4. Brand names contribute enormously to consumers’ perception of a brand. One writer has argued that alphanumeric brand names, such as the Toyota RAV4, Jaguar’s X-Type sedan, the Xbox game console, and the GTI from Volkswagen, can translate more easily overseas than “real” names like Golf,
1. Do you think RFID poses a threat to consumer privacy? Why or why not?As mentioned in the chapter, some analysts predict bar codes may soon be replaced by a wireless technology called radio-frequency identifi cation (RFID). RFID is a system of installing tags containing tiny computer chips on,
2. Do you think the technology’s possible benefits to marketers outweigh the potential privacy concerns? Are there also potential benefits to consumers, and, if so, what are they?As mentioned in the chapter, some analysts predict bar codes may soon be replaced by a wireless technology called
3. How can marketers reassure consumers about privacy concerns if RFID comes into widespread use?As mentioned in the chapter, some analysts predict bar codes may soon be replaced by a wireless technology called radio-frequency identifi cation (RFID). RFID is a system of installing tags containing
1. Ferrari brand. Visit the Ferrari Web site. Review the material and prepare a report outlining how Ferrari—a company that produces products that only a handful of consumers can afford—has been able to build such a strong, recognizable brand.http://www.ferrari.com
2. Trademark disputes. Search an Internet news site, such as Google News (http://news.google.com), and the U.S. Patent &Trademark Office (http://www.uspto.gov) for recent trademark dispute cases. Select two of these cases and prepare a summary of each. Do the number of trademark dispute cases
3. Brand equity. Several sources compile lists each year of the world’s most valuable brands. Two are BusinessWeek magazine and a consulting firm called Brand Finance. Visit both Web sites and review the most recent lists of the world’s most valuable brands. How many firms are represented on
1. What did Roy Choi do to build the Kogi BBQ brand? What measures has he taken to extend the brand? In your opinion, would further expansion hurt Roy Choi’s efforts? Why?Ah, the food truck! Long ago, food trucks parked outside a factory or office building or on a college campus were dubbed
2. The introduction of Kogi BBQ has led to several other food truck businesses in and around Los Angeles. Does this competition help or hurt Choi’s mission?Ah, the food truck! Long ago, food trucks parked outside a factory or office building or on a college campus were dubbed “ptomaine
1. What are the main elements of the Maine Media Workshops brand equity? Analyze the workshop’s brand equity using the Young & Rubicam “dimensions of brand personality.”Since 1973, Maine Media Workshops has seen some of the most talented filmmakers, photographers, and writers pass through its
2. Would you consider the Maine Media College an extension of the Maine Media Workshops brand or a new-product development strategy—or both? Explain.Since 1973, Maine Media Workshops has seen some of the most talented filmmakers, photographers, and writers pass through its doors. The program
3. How can the Maine Media Workshops benefit from consumers’brand recognition, preference, and insistence with companies such as Canon. Can Canon benefit from the association with the Workshops?Since 1973, Maine Media Workshops has seen some of the most talented filmmakers, photographers, and
1. Do you think repositioning the dealership as a green business will have a positive impact on their products’ lifecycles?Honda has always enjoyed a reputation as being a fuel-efficient economical brand. As early as 1974, Honda has been changing the way we look at cars with the
2. What impact, if any, will going green have on brand loyalty?Discuss the Honda brand as well as the Schofield Honda brand.Honda has always enjoyed a reputation as being a fuel-efficient economical brand. As early as 1974, Honda has been changing the way we look at cars with the
3. Would you consider “green” to be a line extension at Schofield Honda? Why or why not?Honda has always enjoyed a reputation as being a fuel-efficient economical brand. As early as 1974, Honda has been changing the way we look at cars with the low-emission/fuel-efficient Civic CVCC.In the
4. Write a memo (3 to 5 pages) about which “businesses” on your campus (i.e., the food court, the bookstore, athletic center)could incorporate some of the initiatives that Schofield has taken with his dealership.Honda has always enjoyed a reputation as being a fuel-efficient economical brand.
1 Describe the types of marketing channels and the roles they play in marketing strategy.
2 Outline the major channel strategy decisions.
3 Describe the concepts of channel management, conflict, and cooperation.
4 Identify and describe the different vertical marketing systems.
5 Explain the roles of logistics and supply chain management in an overall distribution strategy.
6 Identify the major components of a physical distribution system.
7 Compare the major modes of transportation.
8 Discuss the role of transportation intermediaries, combined transportation modes, and warehousing in improving physical distribution.
1. Distinguish between a marketing channel and logistics.
2. What are the different types of marketing channels?
3. What four functions do marketing channels perform?
1. Identify four major factors in selecting a marketing channel.
2. Describe the three general categories of distribution intensity.
1. What is a channel captain? What is its role in channel cooperation?
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